Today, John Battelle posted an interesting article on the Amex blog in which he states that Every Great Business Is An Argument.

I think this is a really interesting way of describing how entrepreneurs think. Starting a new business is a risky endeavor where the most likely outcome is failure so you have to believe that you have some additional edge otherwise it’s just not worth it.  As an entrepreneur, I believe that I have a unique insight into how technology is evolving and that gives me an advantage over my competitors. Will it pay off? I don’t know, but I’m willing to try and prove that it will.

So what is your business trying to prove? The easy answer is that all business are trying to prove that there is a market for their product or services, but I think that if you look at truly great companies you’ll see that they tie that thesis into a larger scale argument about society. They have a vision of the future and they are prepared to take risks now so that they will be prepared to take advantage of future trends.